We used Jacqueline Bracamontes, famous actress and our spokesperson to encourage young women to win the chance to have one of them turned into a mini-telenovela and inspire other women about their story of success.Invite:Jacqueline Bracamontes invited women to tell their story on the Sedal website. This invitation was done during the breaks of her telenovela. Additionally, the audience was also invited to vote for the top 10 stories (via online or SMS).Amplify:Bracamontes revealed the 10 semi-finalist stories during her telenovela, and again asked the audience to vote for the top 2 stories.

Reveal:The 2 winning stories were selected and then professionally produced into stories which focused on real women’s success stories which supported Sedal’s “Life Can’t Wait” campaign.Engage:These stories were broadcast as mini-soap operas on prime time TV during Bracamontes’ soap opera and were introduced by her. They also were broadcast online.

Using a national actress made the “Life Can’t Wait” campaign real for consumers in Mexico. Calling on women to share their own stories and vote for the best, also provided a real connection between the consumers and the Sedal brand. Unaided awareness of Sedal had increased by 18% after the campaign.

Over 360 stories were submitted with over 50,000 unique visitors to the online voting mechanism. 67,000 votes were received. The site showing the mini soap operas achieved a 5.43% CTR. There were nearly 350,000 unique visitors to the Sedal website with nearly 900,000 page views.